It’s the beginning of another year: time for people to create resolutions, set goals and actually pull into the gym parking lot, instead of autopilot-ing their way home after a long day’s work. This is the time when the number of check-ins are high and equipment gets put to good use. This is the chance to reach out to a significant amount of members.
Whether it’s a cheerful greeting from front desk staff, a quick fitness tip from a personal trainer, or a hand shake from management, knowing what inspires the individual to make those sometime dreadful steps to workout will make them feel welcome. Recognizing how to acknowledge members will show appreciation for their involvement in the facility and set the establishment as a praise-worthy fitness center.
Below are some member types to keep an eye out for, and tips for interacting with them.
The Social Butterfly: That frequent gym-goer who can hold a conversation with anyone. Loved by the employees and talkative with the members, it’s a surprise they get a good workout in, considering their high volume of conversations. Encourage them to “workout” those social skills on social media; check-in to your facility on Facebook, post fitness pictures on Instagram, or use Twitter for a catchy quote regarding their workouts at the fitness center. Social media and networking avenues reach populations that can promote membership sales.
The Rookie: This person may have just joined to kick start a New Year’s resolution or maybe it’s the person who always comes in for one machine and one machine only. Set them up with a qualified exercise specialist or personal trainer for a fitness assessment. Providing education and direction will build value in the services provided and increase personal training revenue.
The Nitpicker: Whether it’s a dust ball or toilet that wasn’t flushed, this person may have a voice for all concerns. Make a club resolution to take the comments and criticism as an opportunity to resolve the matters immediately. Prompt action will improve the members’ once-adverse judgments and instill an optimistic outlook on staff, management and the facility operations.
As fitness professionals, help all members and clients create a positive relationship with your facility so it becomes a place they schedule in their daily or weekly routine. Ensure they are walking out with a smile, more energy and feeling better than they did when they got there. Reach out in more ways than just a, “Hello, how are you?” Everyone from the housekeeping staff, front desk personnel, personal trainers and management should be providing an irreplaceable sense of service that exceeds the expectations of members and keeps them entering the doors for a lifetime. Continued success and revenue can be generated by those members and clients you inspire to make physical activity a lifestyle.
Lauren Pecora is a personal training director at Meridian Fitness & Wellness in Brick, New Jersey.
